The North Star has always been the same, which for us, is about making insanely great products that really change the world in some way - enrich people's lives.
Tim CookRead
Our whole role in life is to give you something you didn't know you wanted. And then once you get it, you can't imagine your life without it. And you can count on Apple doing that.
Interpretation
What this quote means
Tim Cook suggests that true innovation provides unexpected value that transforms our lives.
In this quote, Tim Cook reflects on the essence of innovation and the role of companies like Apple in enhancing our daily experiences. He posits that the most meaningful contributions come from providing solutions and products that we weren't even aware we needed until we encounter them. This transformation creates a dependency on those innovations, making them indispensable in our lives.
Themes
InnovationTechnologyAppleValueLifestyle
In practice
Example use cases
During a keynote speech about new product launches.
More from Tim Cook
All quotes →There have been people that suggest that we should have a back door. But the reality is if you put a back door in, that back door's for everybody - for good guys and bad guys.
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I don't subscribe to the view some people have in the industry that you should purposefully design products that do not last that long. I don't think it is good for anyone.
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When technological advancement can go up so exponentially, I do think there's a risk of losing sight of the fact that tech should serve humanity, not the other way around.
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Work takes on new meaning when you feel you are pointed in the right direction. Otherwise, it's just a job, and life is too short for that.
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That has always been the objective of Apple: to do things that really enrich people's lives. That you look back on and you wonder, 'How did I live without this?'
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